E-commerce is advancing faster than ever. Technologies once considered cutting-edge, like AI and GenAI, are now foundational. They’re no longer just tools; they’re strategic necessities for businesses looking to stay competitive. But the reality of implementing these technologies is complex, and few companies can navigate AI and ecommerce alone. That’s where partnerships come in.
A Harvard Business Review Analytic Services report sponsored by Coveo and SAP, sheds light on this transformation. It digs into how businesses are using AI to drive success in ecommerce, what’s holding them back, and why collaboration is key.
Pair that with insights from a recent webinar, and it’s clear: companies leveraging both AI and strategic partnerships are the ones shaping the future.
AI brings ecommerce personalization to life
Customers don’t care about the limits of a technology stack — they want seamless, personalized experiences, no matter where or how they shop.
Personalization has gone from nice-to-have to must-have: 90% of respondents in the report agreed personalized customer experiences are critical to the future success of e-commerce companies.
AI is what makes it possible. Companies leveraging AI for personalization are seeing real gains — higher engagement, stronger loyalty, and increased sales.
But here’s the kicker: Among those surveyed, only 40% say their business is actively using AI in their e-commerce operations.
For all the buzz, many companies are still struggling to move beyond the hype and turn AI into action.
What’s holding back AI adoption in ecommerce?
Despite GenAI’s transformative potential, it’s not plug-and-play. Businesses are grappling with real challenges, including:
- Data privacy + security: Just over half of survey respondents at organizations who have not yet implemented GenAI into their e-commerce operations said data privacy/security concerns are preventing adoption.
- Skills gap: Gen AI expertise doesn’t grow on trees. Many companies lack the internal talent needed to fully leverage these technologies.
- Integration issues: Outdated systems and fragmented data make deploying GenAI a logistical headache.
This is where partnerships prove invaluable. By working with AI partners with deep domain expertise, businesses can sidestep these roadblocks and get to the benefits faster.
GenAI: More than marketing copy
Many companies use GenAI for basic tasks like content creation—writing product descriptions, emails, or blog posts. That’s fine, but it’s just scratching the surface of what the technology can do.
GenAI has the power to completely transform the customer journey. Think beyond words on a page: AI-driven search that understands intent, chatbots that feel human, and personalized recommendations that actually hit the mark. These are the applications that build lasting customer relationships.
But only 32% of those surveyed say their company is using AI/GenAI to provide customers personalized experiences/recommendations. That’s a huge missed opportunity.
“GenAI can transform shopper education into a growth driver. Instead of losing customers to external searches, brands can deliver trusted, personalized insights—right on their site. This builds trust, keeps shoppers engaged, and creates a seamless experience.” said Simon Langevin, VP Product, Coveo.
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The case for collaboration
No one can solve the challenges of AI and ecommerce alone—not quickly, anyway. That’s why partnerships are becoming a cornerstone of AI adoption.
Take data privacy, for example. Regulations like GDPR make it clear: you need to get this right. But managing compliance isn’t easy, especially when you’re collecting and analyzing massive amounts of customer data. Working with a partner who understands these complexities can be a game-changer.
Then there’s the issue of talent. Finding AI experts is tough; hiring them is even tougher. The right partnerships give businesses access to that expertise without the need to build it all in-house. It’s a faster, smarter way to deploy AI and start seeing results.
The future of AI and ecommerce
The businesses that get AI right aren’t just thinking about today’s challenges—they’re building for the future. AI’s role in ecommerce is expanding, from predictive analytics to guided shopping experiences to intelligent product education.
One particularly exciting trend is the rise of shopper education powered by AI. Instead of leaving customers to hunt for information, brands can deliver personalized, interactive guidance right on their websites. This not only keeps customers engaged, but also builds trust—a key driver of loyalty.
Early adopters are already seeing the benefits. By embedding AI across every touchpoint of the customer journey, they’re creating experiences that are intuitive, seamless, and genuinely helpful.
AI is powerful, but it’s also complex. The companies that will thrive in this new landscape aren’t necessarily the ones with the deepest pockets—they’re the ones with the best partners.
Collaboration accelerates progress. It reduces risk. And most importantly, it allows businesses to focus on what they do best: delivering value to their customers.
Smarter sales, service, e-commerce.
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